This activity is important because managers of both large and small firms need to be able to set reasonable communication goals that can be articulated and measured. You need to understand the steps in a hierarchal approach in defining specific tasks to logically reach those goals. Additionally, you need to be able to identify the characteristics of the DAGMAR objective setting.

The goal of this activity is to demonstrate your understanding of the benefits and problems associated with employing the sequential approach to setting and measuring objectives.

Read the case of the Ready Rover puppy training service and answer the questions that follow.

Since 1961, many advertising executives have been using the DAGMAR model (Defining Advertising Goals for Measured Advertising Results) to both set objectives for and measure the advertising campaign effectiveness. DAGMAR employs a communications task in the process of setting of objectives. A business that crate-trains and house-breaks puppies, Ready Rover, is establishing its communication objectives employing DAGMAR. The manager is realizing some of the benefits as well as the problems with the DAGMAR model.

Puppies are only ready to leave the mother at 78 weeks old. Ready Rover then takes the puppy full-time for 3 to 4 weeks and has the puppy completely trained to only go outside, to be crate-trained, and to have the basics of obedience training. Convincing the owner of the puppy to surrender the new pet in its very cute stage can be difficult. However, owners are very pleased with the fairly well-socialized 12-week-old puppy upon completion of the program. Consequently, word-of mouth communication is very important.

In training puppies, the firm faces some unique constraints in the short window of time it has to reach the new owners of the puppies. Furthermore, the service is not one that consumers use frequently. Owners typically have the dog for 1014 years and at most might return within that period to have a second puppy trained by Ready Rover. Therefore, reaching owners of new puppies, often in advance of them purchasing the dog, is a very important objective for Ready Rover.

Match the correct answer with each of the following questions and descriptions of Ready Rover using DAGMAR.

Ready Rover managers need to determine the target audiences current situation as to its awareness and knowledge of the existence of the firms service. To establish and then measure the success of reaching the objectives, the firm needs to first establish

• a) qualitative benchmark measures.

• b) desired sales levels.

• c) consumer past purchase behavior when buying puppies.

• d) desired communication levels.

• e) quantitative benchmark measures.